Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Earning Authority: How to Create Content People Actually Want to Read (And Link To)

696 views

Published on

From the SMX East 2014 Conference in New York City, NY. SESSION: Earning Authority: Successful Link Acquisition & Auditing . PRESENTATION: Earning Authority: How To Create Content People Actually Want To Read (And Link To) - Given by Erin Everhart, @ErinEver, SEO Manager - The Home Depot. #SMX #24A

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Earning Authority: How to Create Content People Actually Want to Read (And Link To)

  1. 1. Earning Authority: How To Create Content People Actually Want To Read (And Link To) Erin Everhart SEO Manager, The Home Depot
  2. 2. 2 They say link building is dead SMX East 2014 @erinever
  3. 3. 3 “Links aren’t for driving traffic.” via http://www.gsinc.co.uk/seo-food.html SMX East 2014 @erinever
  4. 4. 4 Anchor text overload via http://moz.com SMX East 2014 @erinever
  5. 5. 5 Sidebar, footer, home page, sitewide? SMX East 2014 @erinever
  6. 6. 6 This is just hurting my head SMX East 2014 @erinever
  7. 7. 7 “Editorial links pass more value.” SMX East 2014 @erinever
  8. 8. 8 Enter the wave of crappy content SMX East 2014 @erinever
  9. 9. 9 And we beat that to death, too SMX East 2014 @erinever
  10. 10. 10 To old times, my friend Via http://www.imdb.com/ SMX East 2014 @erinever
  11. 11. 11 Link building (and SEO) can’t die SMX East 2014 @erinever
  12. 12. 12 As long as people use search engines, SEO is alive and well. And SEO needs links. via Pew Research Center SMX East 2014 @erinever
  13. 13. 13 But it has changed Via http://www.girardbrewer.com/wp-content/uploads/2013/05/new-coke-logo.jpg SMX East 2014 @erinever
  14. 14. 14 We know content is king SMX East 2014 @erinever
  15. 15. 15 “King Content” with no strategy SMX East 2014 @erinever
  16. 16. 16 It starts with your users, who actually are pretty cool people. SMX East 2014 @erinever
  17. 17. 17 Here’s your new engine! What car is this bad boy for? SMX East 2014 @erinever
  18. 18. 18 The Cutie-Patootie SX Well, damn. SMX East 2014 @erinever
  19. 19. 19 Buyer personas SMX East 2014 @erinever
  20. 20. 20 Buyers buy SMX East 2014 @erinever
  21. 21. 21 Users use SMX East 2014 @erinever
  22. 22. 22 Surveys • Survey Monkey • Hello Bar • Pop ups • Embeds • Google Consumer Surveys SMX East 2014 @erinever
  23. 23. 23 Interviews SMX East 2014 @erinever
  24. 24. 24 But what do I ask them? • When did you know you needed it? • Talk to me about your shopping process. • What was your timeline? • What are your pain points? • What were the top three things that ultimately helped you make your decision? • How do you use it? • Did you consider others? • How did you hear about it? • What did you do after buying? SMX East 2014 @erinever
  25. 25. 25 Keep in mind • Don’t only talk to your existing customers • Set expectations • Let them talk: Ask open-ended questions • Don’t be leading • Bad: Is the feature helpful to you? • Good: Is the feature helpful or not helpful to you? Why or why not? • Personalize the questions • Bad: What is the most important thing about this product? • Good: As a working mom, what do you look for most in this product? • Ask questions they can actually answer • Bad: What did you eat for lunch most often in July? • Good: What did you eat for lunch the last 2 days? • Try to get people’s opinions/emotions without directly asking them • Bad: How engaged are you with marketing copy? • Good: How frequently and what do you research before buying? SMX East 2014 @erinever
  26. 26. 26 Pay attention to the words they use SMX East 2014 @erinever
  27. 27. 27 Map to your buyer journey Awareness Consideration Decision “I have a problem.” “What’s out there to fix this problem?” “I’m going to fix this problem.” SMX East 2014 @erinever
  28. 28. 28 That exact content may already exist SMX East 2014 @erinever
  29. 29. 29 Content Audit Step 1: Scrape your site Step 2: Analyze your content Step 3: Update it, promote it or delete it SMX East 2014 @erinever
  30. 30. 30 Got it. So, what about the content? SMX East 2014 @erinever
  31. 31. 31 You don’t have to create a lot of content. SMX East 2014 @erinever
  32. 32. 32 “Content is still king, but it doesn’t have to be king of just one thing.” @latrointhemist SMX East 2014 @erinever
  33. 33. 33 Don’t end your content’s life at a blog post SMX East 2014 @erinever
  34. 34. 34 Break it down to bite-sized pieces SMX East 2014 @erinever
  35. 35. 35 Expand it into a whitepaper or ebook SMX East 2014 @erinever
  36. 36. 36 Turn it into a webinar Via http://www.elearningonlinetrainingsoftware.com/ SMX East 2014 @erinever
  37. 37. 37 Or better yet a Google Hangout Via http://gigaom.com/ SMX East 2014 @erinever
  38. 38. 38 Remember: This isn’t a sales pitch Via http://www.travisberry.com/ SMX East 2014 @erinever
  39. 39. 39 Promote your content, not your service SMX East 2014 @erinever
  40. 40. 40 Personalize it SMX East 2014 @erinever
  41. 41. 41 Make it available – everywhere Via http://www.mobileapptesting.com/ SMX East 2014 @erinever
  42. 42. 42 Just give your users what they ask for SMX East 2014 @erinever
  43. 43. 43 Because then they’ll probably convert SMX East 2014 @erinever
  44. 44. 44 And that means more money for you SMX East 2014 @erinever
  45. 45. 45 Thank you! SMX East 2014 @erinever

×